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While influencer marketing isn’t the same thing as generating earned media, some brands send free products to tastemakers with the hope that they’ll give it a review or a shoutout if they like it. That’s what brand advisor and investor Nik Sharma did for his client Hint Water. Sharma sent over a hundred bottles of peach-flavored water to YouTuber Sara Dietschy, leading to the brand eventually becoming a sponsor of Dietschy. But, things have changed over the last decade. Earned media has gone beyond magazines, newspapers, and TV series. The digital realm has opened up a world of possibilities for marketers and digital marketers who are able to harness the power of earned media online as well. Earned media has a lot of benefits, but it's challenging to measure. PR professionals can now showcase their success through online content marketing strategies. For example, they can create blog posts or articles that mention their company and then share them on social media. This way, they can track how many people read and shared the article.